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The narrative of experience: Modelling user experience through the use of literary narratives for the construction of the user journey

Rafael Soldatelli , Graziella Liberatore Prando , Filipe Campelo Xavier da Costa

One of the greatest challenges of the service centred economy is the creation of meaningful and gratifying customer experiences. A result of all the interaction of a client with a company, an experience must be able to affect positively the feelings of the customer that is buying or consuming a service, consequently raising his acceptance towards it.

The methodology presented in this article offers a new way to analyze and model an experience, through a multidisciplinary approach based on design principles. Our proposition is supported by a tool applied for the analysis and planning of use cases, also known as user journeys, with the use of literary narrative references for the creation or improvement of consumer experiences during the delivery of a service. The method offers great flexibility in practical situations, allowing it to be applied in different contexts for the creation of the user's journey, provoking and exploring different feelings in a structured way across the whole experience.


service design, user journey, myths, narrative, customer experience